If you have any involvement in the world of digital marketing, chances are you’ll have heard the term ‘multi-channel marketing’. This refers to the use of several media channels to market your brand, products, and services. These channels can span email, social media, display ads, and organic marketing (such as SEO) via a blog strategy targeting users that are considering their options.
So, whilst you’re likely familiar with the concept, can you pinpoint exactly why it’s an important part of any business strategy? Sure, marketers will have their opinions on multi-channel marketing and the best way to execute it, but for now, let’s stick to the facts.
Here in this blog, we’ve gathered 30 statistics that show exactly why every business should be investing in a multi-channel marketing strategy…
At Embryo, we don’t need to see stats to know the value of multi-channel marketing because we execute these strategies for plenty of our clients across multiple industries. From the top of the funnel right the way to the bottom we know how vital it is you’re interacting with your customers as they go through these different stages. If you want to use our experts to help run your campaigns across paid and organic channels get in touch today by phone at 0161 327 2635 or email at [email protected].
Multi-Channel Marketing Statistics that Every Marketer Needs to Know
Benefits to Brands
- With an effective multi-channel strategy, companies can retain 89% of their customers. (Source: Writer’s Block Live)
- A company that has an omnichannel strategy is said to have around a 23x higher customer satisfaction rate. (Source: Save My Cent).
- Customers that shop on multiple channels are said to have a 30% higher customer lifetime value, than those who use just one channel. (Source: Printcomm).
- It’s reported that single-channel campaigns can earn up to a 5.4% average engagement rate, whereas those utilising three or more channels could benefit from an engagement rate of around 18.96%. (Source: Retail Dive).
- Failing to provide quality, the multi-channel experience can directly impact ROI – it’s reported that the opportunity cost of not being omnichannel is around 10% in lost revenue. (Source: VendHQ).
- Customers exposed to multi-channel marketing campaigns spend about 10% more than those who aren’t. (Source: Webinar Care).
- Brands that engage with their customers through omnichannel means are expected to see a 9.5% annual increase in revenue, compared to 3.4% for brands with a poor omnichannel strategy. (Source: Digizuite).
- Research has shown that multi-channel brands see a 7.5% decrease in cost per contact on an annual basis. (Source: Shopify).
How Multi-Channel Is Used
- 46% of marketers say that video is their most effective form of content, yet 59% stated that video is the most challenging type of content to create. (Source: Webinar Care).
- 42% of marketing personnel in the retail space spend around half of their marketing budget on omnichannel initiatives. (Source: Iterable).
- Statistics show that around 52% of marketers use 3-4 marketing channels for their campaigns, with some using as many as 8. It’s believed that the broader your channels are, the higher your ROI will be, as you extend your customer reach. (Source: Invespcro)
- For 61% of marketers, the most important element for a successful strategy is the “accurate measurement of performance” for each channel. (Source: Passive Secrets).
- Over 90% of retail brands use more than two social media channels. (Source: Writer’s Block Live)
- Email marketing is reported to be one of the most commonly used channels in multi-channel campaigns, with over 90% of marketers opting to use it. (Source: PFL).
- Campaigns that use four or more digital marketing channels are more likely to outperform both single and dual-campaign campaigns by around 300%. (Source: Get Above The Fold).
- 51% of companies say that they use at least eight marketing channels. (Source: Webinar Care).
- 48% of marketers say their number one multi-channel marketing objective is to increase brand awareness (Source: Gartner).
Customer Preferences and Expectations
- 90% of customers expect interaction with brands across multiple channels. (Source: Webinar Care).
- Approximately 72% of consumers would prefer to connect with brands in a multi-channel capacity. (Source: Writer’s Block Live)
- 72% of consumers would rather connect with brands that implement a multi-channel marketing strategy. (Source: Webinar Care).
- About two-thirds of consumers have expressed that they’d like retailers to be more innovative in the digital space. Brands should look to capitalise on this opportunity to win consumers over before there becomes more competition. (Source: Wunderman Thompson).
Data, Tools, and Knowledge
- Around 53% of retailers are investing in the tools that will allow them to sell anywhere, in response to consumer behaviour and online demand. (Source: Shopify).
- 45% of marketers feel they lack the necessary talent, technology, and processes to master multi-channel brand marketing. This is where reaching out to specialists for their help can be extremely valuable (Source: CMO Council).
- When looking a the success of multi-channel campaigns, several factors are considered such as audience needs, data, and branding. When looking at these considerations, marketers consider data accuracy to be at the top of the list, followed by understanding audience needs, and then branding. (Source: PFL).
- There’s only 5% of marketers that would consider themselves “very much set up to effectively orchestrate cross-channel marketing activities.” (Source: Printcomm).
- It’s believed that around 40% of shoppers start their buying journey with a broad search. In other words, they don’t head straight to where they can buy the product or service in question. Instead, they start with broad online browsing before then narrowing in on selected channels. (Source: Criteo).
- As many as 85% of digital consumers start the purchasing workflow on one device yet finish it on another. (Google)
- 71% of shoppers say that they use their phone to conduct research in-store and that this is now an important part of their buying journey/experience. This further shows the importance of investing in informational content that helps users to make their purchasing decisions. (Source: Google)
- Around 73% of retail consumers use multiple channels to shop for products and services. (Source: Harvard Business Review).
- 86% of shoppers state that they regularly jump across at least two marketing channels before making a big purchase. (Source: Commerce Hub).
Looking for a Multi-Channel Strategy That Will Help You to Capture Users at Different Stages of the Journey?
Here at Embryo, executing multi-channel marketing campaigns is second nature. With services spanning paid media – such as PPC and Paid Social – to organic channels like SEO and Digital PR, our results showcase just how important omnichannel marketing is for brands in different industries.
If you’d like to tell us a bit more about your business and your objectives, we’d love to hear from you and show you exactly how we can help you get ahead of the competition and target users at every stage of the buying journey. Get in touch with our team today by sending us an email or calling 0161 327 2635.